Bringing its brand name to life, Fingerpaint – a marketing innovation agency as well as founding partner and sponsor of Cannes Lions Health – unveiled the first-ever Virtual Reality (VR) Fingerpaint Studio at the Cannes Lions Health Festival. Fingerpaint also launched the agency’s new Hands-On Brands movement in Cannes.

Last year, when I left Cannes Lions Health, I wondered when the technology explosion would truly begin to trickle down into the hands of the average patient in the waiting room. I left the 2016 festival feeling the same way.

There is no place more social than Cannes. (Just spend an evening at The Gutter Bar.) And, yet, when it comes to creative ideas using social media, social didn’t really show up on the pharma shortlist this year.

Healthcare promotion strikes me as a cozy little business sometimes, with our webs of contacts and clients, strongly strung in a specialized space. Nowhere did I feel this more than at Cannes, where Lions Health, in its own building at the Palais, gave us a chance to renew friendships and make new contacts easily, fueled by the appropriately sized venue and the gallons of pink wine.